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people, unfortunately, in the world are categorized in the middle class hence the company loses touchwith a huge market. The company's products such as the iPhone and the iPad are not compatible with products fromother companies. Most of the technology users desire to share the tools they have from one device toanother. It is not possible for a different company tool to function efficiently in an Apple companyproduct yet it can function well in another company's product. An instance is that it is not easy to send afile from a Samsung Phone to an iPhone but it is easy to send it to a Sony phone. It has been considered tobe a great disadvantage of the company (Iqbal et al., 2012).Marketing mix assessmentThe marketing mix of Apple Inc. represents how the company places its businessactivities in the market. In the competitive landscape that Apple operates, appropriate distributionof products and proper pricing is an issue of concern. The product mix of apple expands globallyin various channels characterized by an increasing product mix. Apple is one of the most
MARKET ANALYSIS 8successful companies and its product mix offer a good example of the upcoming businesses.Apple's product mix, which determines the output of the organization has expanded in thefollowing; iPhone, iPad, iPod, TV, Mac, Software and watch (Barr, 2011).The products of apple in the market show the company's diversification in the market mixcomponent. To facilitate its growth, the company continues in the devising of apple electricvehicle in collaboration with Tesla Motors. This diversification shows that the company's productvariety addresses the specific needs of the customer. It also gives certainty that in future, it willstill be in the market since it is ahead of its competitors in production. This market and productmix give its consumers' confidence that it has a working progress and it is still reliable andefficient. Positioning StrategiesThe positioning strategies of Apple Inc. have made it become the biggest technologycompany regarding market value. It outdid its main competitor Microsoft in the year 2010. Itsmain revolutionary strategies in the music, phone industry and entertainment industry by theproduction of iPod iPhone and iPad respectively. The positioning strategies of Apple Inc. are allabout the experience. Apple's branding is realized and felt by the consumer and it dwells in themind of the consumer and it plays a very important role in the survival of the company. Thebrands of the company are reflected in their innovational beliefs, imagination, and informeddesign. The promotion of its brands is through the advertisement of the products and theexperience of the customer. The positioning of the brand gives the brand a strong name. Thepositioning strategies are mainly based on the external and the internal business environment soas to get an advantage over the competitors and keep widening the gap between them and their